Ask your kid to “Reduce the canine nutrition deficit” they’ll probably stare at you blankly. Ask them to “Feed the dog” and they might do it.

What’s the difference? One uses abstract nouns and verbs - reduce, nutrition, deficit. The other uses concrete ones - feed and dog.

Abstract language sounds vague and wishy washy - the semantic equivalent of a limp wristed handshake. Concrete language is not only easier to understand, it radiates confidence and inspires action.

Unfortunately abstract nouns and verbs are everywhere in the workplace — it’s the biggest conspiracy in business. Someone starts prattling on about “Enabling data driven innovations” or “Leveraging the disruptive technologies behind digital transformation” and we nod along knowingly, when really we haven’t got the foggiest idea what's going on.

Then, when it’s our turn to speak, we feel compelled to regurgitate some gobbledegook of our own, while secretly loathing the whole situation.

Here’s the great news though - you can leave an indelible impression by breaking the cycle. Replace abstract nouns and verbs with concrete language and you’ll notice an immediate difference.

People will understand you. They’ll do what you want. They’ll worship you like a God(dess). Who knows, they might even reciprocate.

See this post on LinkedIn